While that鈥檚 obviously good news for TikTok, the uncertainty has still left an impact on its business. TikTok CPMs fell by as much as 80% in January 2025 as the first ban took hold, per AdRoll estimates. Its two biggest short-form video competitors, YouTube and Meta, stood to gain as much as 50% of ad dollars reallocated from TikTok.
GenAI and social are set to heavily influence the UK commerce and advertising landscape in 2025, while thrifty consumer behaviors persist and video viewing shifts to mostly digital.